【摘要】： 品牌延伸是品牌管理、特別是發(fā)展品牌資產(chǎn)的重要組成部分,也是中國市場開拓中應(yīng)用廣泛的營銷策略和工具�？缧袠I(yè)品牌延伸是目前業(yè)界比較盛行的一種品牌營銷策略。企業(yè)如何才能成功地進(jìn)行品牌延伸?企業(yè)品牌延伸對顧客滿意的影響如何?這是我們要思考的問題。根據(jù)對建行信用卡消費(fèi)者的問卷調(diào)查,我們從研究消費(fèi)者心理的角度出發(fā),用顧客滿意度研究對銀行成功進(jìn)行品牌延伸的效用進(jìn)行了評估分析。 “品牌經(jīng)濟(jì)”時代的到來,品牌越來越受到企業(yè)及消費(fèi)者的重視,消費(fèi)者品牌消費(fèi)的意識日益增強(qiáng),對品牌的要求不斷提高;品牌已經(jīng)成為企業(yè)競爭的焦點(diǎn)和有力手段,企業(yè)也希望通過成功的品牌運(yùn)作獲取更高的收益。另一方面,由于技術(shù)的進(jìn)步,產(chǎn)品的生命周期日益縮短,再加上激烈的競爭,使得企業(yè)建設(shè)一個新品牌所需的投入和風(fēng)險越來越大。在這種情況下,品牌延伸為企業(yè)提供了一個很好的選擇,通過品牌延伸,企業(yè)可以實現(xiàn)業(yè)務(wù)的多元化,有效規(guī)避創(chuàng)立新品牌時的巨大開支和難以被消費(fèi)者在短時間內(nèi)接受等問題。而且,企業(yè)可以通過品牌延伸進(jìn)一步增值品牌資產(chǎn)價值。品牌延伸帶來的種種好處使得眾多的企業(yè)趨之若鶩,企業(yè)界也有很多成功進(jìn)行品牌延伸的案例。
[Abstract]:Brand extension is an important part of brand management, especially the development of brand equity, and it is also a widely used marketing strategy and tool in China's market development. Cross-industry brand extension is a popular brand marketing strategy in the industry at present. How can an enterprise successfully extend its brand? What is the influence of enterprise brand extension on customer satisfaction? This is the question we have to think about. According to the questionnaire survey of CCB credit card consumers, from the perspective of consumer psychology, we use customer satisfaction research to evaluate and analyze the effectiveness of bank brand extension. With the advent of the era of "brand economy", brands are paid more and more attention by enterprises and consumers, the awareness of consumers' brand consumption is increasing day by day, and the requirements for brands are constantly improved. Brands have become the focus and powerful means of enterprise competition, and enterprises also hope to obtain higher benefits through successful brand operation. On the other hand, due to the progress of technology, the life cycle of products is shortened day by day, coupled with fierce competition, enterprises need more and more investment and risk to build a new brand. In this case, brand extension provides a good choice for enterprises. Through brand extension, enterprises can realize business diversification, effectively avoid the huge expenses when creating new brands and are difficult to be accepted by consumers in a short period of time. Moreover, enterprises can further increase the value of brand equity through brand extension. The benefits of brand extension make many enterprises flock to it, and the business community also has a lot of successful cases of brand extension.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F832.2

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